Initiative to handle local side of Mediabrands global win, Malaysia Airlines

IPG Mediabrands has won the global account for Malaysia Airlines. Media agency Initiative will handle the business locally.    


The announcement:


Kuala Lumpur, September 28, 2012 – IPG Mediabrands has been awarded the global Agency on Record (AOR) for Malaysia Airlines business spanning 4 continents and more than 22 countries around the world.

A total of 3 contenders pitched for this business, and after careful evaluation, Malaysia Airlines awarded the contract to IPG Mediabrands.

“The airline market is getting crowded, competition is tough and customers are more discerning. With the launch of our Business Plan to return to profitability and our desire to be the preferred premium carrier of customers, we needed an AOR partner to help us lead the customers, rather than follow them. IPG Mediabrands was a clear choice.” said Malaysia Airlines Director of Commercial, Dr. Hugh Dunleavy.

Malaysia Airlines is the flagship carrier of Malaysia, with its marker MH standing for “Malaysian Hospitality”. The brand is growing with the launch of its first two A380s earlier this year with four more to follow. Malaysia Airlines has also announced that it will be joining the oneworld alliance, and is determined to maximize its share of growth in Asia’s fast expanding travel industry.

Andrew Livingston, CEO of Initiative Australia, said the win was a welcome boost for the agency. “We contributed Australia-based input to the global pitch and we are looking forward to working locally and internationally with such an iconic brand,” said Livingston.

“There are few other categories where the business value of the brand equity is tested so closely each time a customer checks the rates vs. a low cost airline. We are excited to partner with Malaysia Airlines in helping create that contemporary brand experience that’s every bit worth the premium.” – said Genevieve Loriant, from IPG Mediabrands.

Source: IPG Mediabrands press release


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